Asking where AI is in social media is like asking where sprinkles are on a sundae – it is everywhere.
With the growing ability of AI, its usability is also rising, and the domain of social media marketing is not untouched by it.
The latest AI statistics proved that 31% of marketers use generative AI to make social media posts.
Social media marketers have found themselves a perfect sidekick that aids them in generating social media content at breakneck speed. But that is just the tip of the iceberg.
In this blog, we’ll delve into the fascinating realm of AI in social media, uncover how savvy marketers are leveraging its power, and explore the challenges they encounter along the way so you can better prepare for them.
Let’s get started!
What is AI in social media?
AI in social media refers to the integration of artificial intelligence into the technology that drives social media platforms as well as the social media marketing activities done on the platforms.
Social media platforms utilize the power of AI to enhance user experiences by moderating organic and advertising content, showing people exactly where their interests lie. Meanwhile, when it comes to AI in social media marketing, marketers harness AI’s power for content generation, social media monitoring, ad management, influencer research, and more.
Let’s shed more light on it’s use cases.
How is AI used in Social Media?
Broadly, marketers have been using AI to either generate content, conduct research, or get ideas and inspiration. When it comes to social media, these three functions branch out into a wide array of exciting use cases.
Let’s take a look at each of them:
1. Social Media Caption Generation
Crafting captivating social media captions was always a time-consuming challenge, but now AI has made the task super easy.
AI-powered tools can draw from a vast database of phrases, idioms, and trending keywords to generate captions that resonate with your target audience.
Apart from crafting captions from scratch, you can use AI tools to rephrase pre-written captions to always give a fresh touch while reposting that evergreen post.
With just a simple prompt, these tools can produce content variations in multiple tones and languages, perfectly tailored for different social media platforms. You can empower your post-creation process by trying our range of AI-powered social media post generators.
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2. Image and Video creation
The generative AI wizardry isn’t limited to creating captions. There are image and video generation AI models that enable you to create eye-catching visuals quickly at an affordable price.
AI-powered image generators like ChatGPT, Midjourney, and DALL-E can work wonders with your textual or visual prompts. These tools are built to transform your textual or visual prompts into captivating images crafted from scratch or refine existing visuals.
On the video front, new AI for social media video creation tools like Runway ML, Lumen5, and Synthesia have revolutionized the video marketing landscape. These tools can seamlessly translate your text, images, or video prompts into professionally edited videos.
Moreover, AI has introduced presenter videos, a fantastic way to convey information. These videos feature an AI-generated presenter who can carry your voice and facial expressions, reading out your script to create engaging and informative content.
3. Brainstorming Content Ideas and Strategies
With AI in the equation, you don’t have to start from scratch when crafting a new social media strategy.
AI’s chat-like capabilities serve as your creative partner, helping you brainstorm fresh ideas for social media content, assess new strategies, and enhance your existing concepts with an extra dose of innovation.
When it’s time to present your ideas to stakeholders or teams, AI tools like Slides AI and Beautiful.AI can effortlessly transform your text-based concepts into visually stunning slides, ensuring you create engaging and impactful slides, pitches, and reports effectively.
4. Influencer Marketing
Finding the right influencer can be a challenging task when it comes to influencer marketing.
You need someone who has good engagement with your target audience, shares your brand’s values, and fits well with your campaign goals.
Thankfully, AI can make your discovery process simpler.
Popular influencer discovery and management tools like GRIN and Uplfluencer have integrated AI features that make finding the perfect influencer for your campaign easier. They use AI to identify influencers who align with your brand and resonate with your audience, making the whole process much smoother.
5. Ads Targeting
Social media advertising platforms have been using the power of AI to enhance productivity, personalization, and performance for all advertisers.
With AI’s assistance, advertisers are empowered to achieve unparalleled precision in audience targeting, placement optimization, strategic bidding, and the detection of fraudulent activities, helping them increase conversion and maximize the return on investment.
6. Customer Support
AI-powered chatbots are transforming customer support on social media platforms. Earlier chatbots were only able to formulate replies using rule-based systems to answer general questions.
Comparatively, the latest conversational AI model makes it super easy for chatbots to respond to customer inquiries in a conversational tone, providing quick answers to common questions.
By entrusting AI-driven chatbots with the management of repetitive questions, businesses can free up their human support agents to tackle more intricate and challenging issues.
What are the Challenges of Using AI for Social Media?
While AI has undoubtedly improved the work life of social media marketers, it is important to acknowledge that it also has its limitations and challenges. Let’s take a look at the flip side:
Outdated and Wrong Information
It might appear that AI-powered information generators have all the answers, but that’s not entirely accurate. AI models are only as good as the data they’re trained on.
Take ChatGPT, for example. It derives its knowledge from a dataset that lags a few months behind the present date. This time gap can occasionally result in AI tools like ChatGPT offering recommendations based on outdated trends or user behavior.
What’s even more problematic is that some AI tools can produce information that is not only inaccurate but downright perplexing, leaving the writer and the audience scratching their heads.
Text and generative AI tools have a treasure trove of knowledge that they use to craft text and visuals. However, there’s one crucial thing they lack: an understanding of your unique brand identity.
While crafting social media posts and images, they can sometimes misinterpret your brand’s essence. This can result in inconsistent messaging and design choices across various platforms.
In a landscape where AI-generated content is becoming ubiquitous, it’s your unique brand identity that sets you apart from the crowd.
Keeping a consistent brand voice throughout the whole bevy of social media content getting arduous?
SocialPilot’s AI Assistant has the perfect solution to ensure all your content reflects the same brand voice. You can generate social media captions with tonal filters like witty, funny, sarcastic, bold, etc, in AI Assistant. This ascertains a uniform voice in all your posts without expending any effort.
Legal and Ethical Issues
While using AI for social media, you might face a few legal and ethical issues. At the core, tools like ChatGPT and other AI model algorithms run on a vast amount of text and data from the internet to generate results. Now, the data they learn from is not always neutral and can contain subtle biases.
This algorithmic bias can lead to unfair or biased results against certain groups. These outcomes can stir up ethical concerns and even legal issues in your digital marketing endeavors.
Data privacy is also one of the top concerns when it comes to using AI for social media marketing. While interacting with the generative AI models, marketers might unintentionally share sensitive or confidential information about their business, clients, or users, which can lead to privacy breaches and legal issues.
3 Tips to Use AI in Social Media the Right Way
Now that you understand both sides of the coin – the unparalleled potential of AI in social media marketing and the challenges it brings. Your next step is safely and responsibly incorporating AI into your social media marketing efforts.
Here are a few tips that will serve as your compass for navigating AI in social media, helping you create authentic content, and safeguarding brand integrity, user privacy, and ethical considerations.
Establish Clear AI Guidelines
Start by making a rule book that defines and navigates the use of AI and its content generation ability for social media.
Draw inspiration from your well-established brand voice, style, and messaging to craft prompts and also define the rules for acceptable content output.
Have guidelines to ensure that AI use on your social media channels fits in with your brand’s personality and speaks to your audience in an authentic way. When you have these rules in place, you can steer clear of content that feels biased, dull, or too robotic and keep delivering quality stuff that your followers will love.
Add a Human Review Stage
Even though AI is a fantastic tool, it’s not flawless. Mistakes can happen. That’s why it is always best to include a human reviewer in your social media content creation process.
Having a human reviewer is like having a safety net. It’s a way to double-check the content generated by AI to ensure it’s accurate, aligned, and complies with regulations.
A human touch can catch errors that AI might have made inadvertently. It adds a bit of creativity, humanness, and, of course, the real-time expertise that AI just can’t quite provide.
Prioritize Data Privacy
When using AI in social media, you often deal with user data. So, make sure you prioritize data privacy while implementing AI solutions for customer support, predictive analysis, social media monitoring, or any other social media management tasks that require data from your customers.
Even before that, get their consent and stay transparent on how their data will be used. This not only aligns with regulations but also builds trust.
AI’s influence on social media is undeniable. AI has revolutionized social media marketing, from crafting captivating content to handling social media customer support and influencer search.
If you have not started with it, it’s about time to integrate AI into your social game.
As the power of AI evolves, it will pave the way for more social media marketing tools and technologies to empower the work of marketers. You can’t afford to miss it.
So, keep an eye on the changing landscape to effectively and ethically use AI while staying ahead of the curve in leveraging these advancements to enhance your social media marketing.